A strategic approach to rural marketing in Indian scenario

The rapid economic growth of any developing country is mainly governed by three factors: increasing food production and other major inputs of industry; increasing the income levels of middle and lower strata of the population and most importantly provision of basic infrastructure and planning a national marketing system and thereby increasing the size of the national market is also essential to integrate the marketing systems with the needs and wants of the consumer with available resources. This is hallmark of economic development. The present paper aims to highlight the reasons to make rural marketing imperative of economic growth. Further, efforts have been made empirically to enlist significant strategies for the growth of rural marketing on the basis of segments of marketing mix i.e. Product, Price, Physical distribution and Promotion.